“Fight disinformation. Arm yourself with facts.” – RSF unveils its year-end campaign video

As disinformation about the war between Israel and Hamas spreads like wildfire and millions of social media accounts continue to relay Russian propaganda, Reporters Without Borders (RSF) is unveiling its new campaign video. Devised and produced by the Paris-based advertising agency BETC, this powerful video quickly demonstrates journalism’s importance in combatting disinformation.

This new video highlights Russian propaganda messages denying the facts about the invasion of Ukraine that have been posted and shared on social media, sometimes tens of thousands of times. The video’s message is that only the work of journalists on the ground can enable us to thwart disinformation, manipulation, and propaganda.

Following RSF’s  campaign video released at the end of 2022 about the propaganda speeches delivered by Vladimir Putin on Russian television, this new  video aims to get viewers to appreciate journalism’s importance in raising awareness and in motivating the public about issues that are critical  for their future.

“ The work of journalists on the ground, in Ukraine, in the Middle East and throughout the world is needed to report the reality of the facts and reduce the impact of propaganda, manipulation, and rumour. As part of a 360-degree strategy that includes satellite broadcasting, the challenges of artificial intelligence, work in the field and influencing decision-makers, RSF is developing innovative solutions in order to promote trustworthy reporting and protect journalism.

Christophe Deloire
RSF secretary-general

In Ukraine, RSF teams are still providing material, psychological, and financial assistance to journalists who need it. In Lviv and Kyiv, the press freedom centres created by RSF continue to receive dozens of reporters every day. To thwart the propaganda broadcast by the Kremlin, RSF has also launched an unprecedented initiative – the provision of independent TV content to Russian-speaking audiences by satellite.

This campaign video is intended to help RSF raise part of the funds it needs to continue its work in Ukraine and the rest of the world. Targeted at the general public, it will be carried by TV channels, shared on social media, and made available to all websites that want it.

Produced by the BETC ad agency with support from the Dutch foreign ministry, the video was directed by Chloé Dupeyrat.



About BETC

An ad agency created in 1994, BETC was named Adweek’s International Agency of the Year in 2019 as well as the Effie Agency of the Year for the second year running. BETC looks to renew the relationship between brands and creation. Out of desire, curiosity and commitment, BETC creates new synergies and produces its own content in the fields of music, film, publishing, design… BETC is at the heart of the Magasins Généraux project in Pantin, where it moved in July 2016. It is a new space for creation, innovation, production and sharing that is located at the heart of Greater Paris. https://betc.com/en/


164/ 180
Score : 34.77
79/ 180
Score : 61.19
Published on